Google Gemini
Translating Gemini's product behaviours into a developer facing brand experience.
Google wanted to create an evergreen developer collection for Gemini and Google DeepMind, aimed at AI influencers, developers and the wider builder community.
The challenge was to root the collection in the Gemini experience, rather than simply applying the brand to a set of objects. The creative direction began with the repeated behaviours, language and interface patterns associated with using the product.
What began as an exploration for an evergreen collection developed into Prompt Rituals, a creative system built around prompting, refining, rerunning, branching and saving. These rituals were extended into new product features, interactions and language designed to feel native to Gemini, then translated back into an evergreen physical collection.
Google wanted to create an evergreen developer collection for Gemini and Google DeepMind, aimed at AI influencers, developers and the wider builder community.
The challenge was to root the collection in the Gemini experience, rather than simply applying the brand to a set of objects. The creative direction began with the repeated behaviours, language and interface patterns associated with using the product.
What began as an exploration for an evergreen collection developed into Prompt Rituals, a creative system built around prompting, refining, rerunning, branching and saving. These rituals were extended into new product features, interactions and language designed to feel native to Gemini, then translated back into an evergreen physical collection.
Role
Role
Design Lead
Agency
Agency
Freelance
Scope
Scope
Brand Experience, Art Direction, Digital, Packaging, Motion
Prompt Rituals
Prompt Rituals
Prompt Rituals was built around the repeated actions of working with Gemini. Some reframed functions already familiar to developers, while others extended those behaviours into new feature ideas.
Run it again gave regeneration a clearer, more human voice, while Save as a Gem turned Gemini’s existing saving behaviour into a more memorable expression. Refine prompt introduced greater control over how an input could be adjusted, and Fork this proposed a way to branch into a new direction without losing the original route.
Together, they formed a simple journey: Prompt. Refine. Run it again. Fork this. Save as a Gem. Supported by Gemini’s interface cues, thinking states, command symbols and visual identity, the system felt playful and developer-aware without feeling overly technical.
Prompt Rituals was built around the repeated actions of working with Gemini. Some reframed functions already familiar to developers, while others extended those behaviours into new feature ideas.
Run it again gave regeneration a clearer, more human voice, while Save as a Gem turned Gemini’s existing saving behaviour into a more memorable expression. Refine prompt introduced greater control over how an input could be adjusted, and Fork this proposed a way to branch into a new direction without losing the original route.
Together, they formed a simple journey: Prompt. Refine. Run it again. Fork this. Save as a Gem. Supported by Gemini’s interface cues, thinking states, command symbols and visual identity, the system felt playful and developer-aware without feeling overly technical.
Building the behaviours into the experience
Prompt Rituals was developed across a series of product, physical and event-based interactions.
Run it again became both a tactile desk button and a way to compare alternative responses. Refine prompt introduced greater control over how a prompt could be adjusted, while Fork this allowed one route to branch across devices into several possible directions.
Together, the applications showed how the system could move across interface, object and environment while remaining connected to Gemini’s logic and language.
Prompt Rituals was developed across a series of product, physical and event-based interactions.
Run it again became both a tactile desk button and a way to compare alternative responses. Refine prompt introduced greater control over how a prompt could be adjusted, while Fork this allowed one route to branch across devices into several possible directions.
Together, the applications showed how the system could move across interface, object and environment while remaining connected to Gemini’s logic and language.
The evergreen collection
The same behaviours and language were translated into an evergreen developer collection. Some pieces used Run it again, Fork this and Saved as a Gem directly, while others built Gemini’s diamond more quietly into shapes, pockets, seams, stitching and product details.
Apparel, accessories and packaging became physical expressions of one system rather than disconnected branded items. Each object offered a different way to recognise and participate in the rituals of working with Gemini.
The aim was to make the collection feel useful, desirable and familiar to the developer community it was created for, turning everyday product behaviours into lasting brand touchpoints.
The same behaviours and language were translated into an evergreen developer collection. Some pieces used Run it again, Fork this and Saved as a Gem directly, while others built Gemini’s diamond more quietly into shapes, pockets, seams, stitching and product details.
Apparel, accessories and packaging became physical expressions of one system rather than disconnected branded items. Each object offered a different way to recognise and participate in the rituals of working with Gemini.
The aim was to make the collection feel useful, desirable and familiar to the developer community it was created for, turning everyday product behaviours into lasting brand touchpoints.
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© 2026 Ross Hammond
Get in touch
© 2026 Ross Hammond
Get in touch
© 2026 Ross Hammond